A recent study revealed that during the COVID-19 lockdown, there was a significant 76% rise in the total number of likes Instagram advertisement posts received daily. Olivier McAteer aptly points out, “Coronavirus means isolation and isolation means social media.” This surge in engagement is understandable, especially when you consider how has increased Instagram usage in general.

If you’re a marketer aiming to connect with your target audience, Instagram is undoubtedly a prime location to find them. We’re sharing eight valuable tips to help you craft compelling Instagram Live content.

Before we dive in, let’s explore what Instagram Live is and its significance as a platform.

What is Instagram Live?

Think of Instagram Live as a real-time, recorded Instagram story, much like the ones you see at the top of your feed. These live stories appear prominently at the forefront of the story circle icons on your Instagram feed. This placement notifies Instagrammers that a business or individual is currently live, giving them the opportunity to tune in and watch the content unfold in real time.

Why should you use Instagram Live?

Well, why not? If you’re seeking something more compelling, here are several reasons to consider giving Instagram Live a try:

• Instagram Live positions you at the forefront of the story feed, enhancing your visibility.
• When you go live, Instagram Live automatically sends out push notifications to your followers, ensuring they don’t miss out.
• Instagram’s algorithm favors users who actively engage with the platform’s features, including Live. Utilizing this feature increases your chances of appearing in Instagram’s discovery section, expanding your reach to new audiences!
• For the reasons mentioned above, Instagram Live videos tend to be more engaging and discoverable.
• Instagram Live videos offer a unique opportunity to foster stronger connections and build deeper bonds with your followers.
• By showcasing the individuals behind your brand, Instagram Live humanizes your business and makes it more relatable. These are just a handful of reasons why Instagram Live is a feature you should embrace without delay. Moreover, data suggests that 82% of people prefer watching live videos over viewing static social media posts. Now, let’s delve into some actionable tips to help you effectively leverage the power of Instagram Live:

How to create engaging content for Instagram Live

Now that we’ve established what Instagram Live is and its potential impact on your marketing strategy, let’s shift our focus to crafting high-quality content that captivates your audience when you go live.

1. Be authentic (and professional)

The golden rule of Instagram Live is to be your most genuine and authentic self. In simpler terms, this isn’t the time to rigidly follow a script or transform into a salesperson. People tune in to live streams to connect with the person behind the brand, seeking that genuine human connection. This need for authenticity is particularly heightened in times like these, when social distancing prevails, and people crave real, genuine human interaction, even if it’s through their iPhone screens. So, how can you effectively convey your most authentic self to your audience?

• Take inspiration from Brene Brown and embrace vulnerability.
• Allow yourself to express your emotions genuinely.
• Communicate with your audience as you would with a friendly colleague. To be clear, I’m not suggesting you pour your heart out on camera or divulge personal details. Instead, strive to let your personality shine through as you engage with your audience on Instagram. For instance, it’s perfectly acceptable to discuss how COVID-19 is impacting your small business and share your feelings about it. However, going off on an overly dramatic tangent might alienate your viewers. Maintain a balance between authenticity and professionalism.

2. Take time to plan

While the allure of spontaneously hopping on Instagram Live to chat with your followers about your amazing business might be tempting, it might not unfold as smoothly as you envision. While Instagram Live inherently possesses a more casual and less scripted vibe, successful live streamers often meticulously plan their sessions in advance, setting clear goals and objectives. “Understanding how to establish effective goals is paramount for achieving social media success,” emphasizes Tony Tran from Hootsuite. “And the goals you set for Instagram Live are no exception. Hootsuite recommends crafting “SMART” goals that are specific, measurable, attainable, relevant, and timely. Beyond outlining your objectives, your live stream’s format requires careful planning and scheduling. For instance, will your livestream feature a Q&A session? Perhaps you’re planning a product launch or offering a “behind-the-scenes” glimpse into your business. Other Instagram Live formats could include live streaming an event, a product preview, an educational session, or even an office tour. While the possibilities are endless, it’s crucial to have a clear understanding of the topics you’ll cover to maintain viewer engagement. The example below from Nutritious Life effectively illustrates this point. The founder hosted a well-prepared Q&A session, complete with text overlays to provide viewers with context before they even turned up the volume.

3. Stay consistent with an ongoing series

Consistency resonates with people, especially in uncertain times. Whether you opt for a daily, weekly, or monthly cadence, a consistent live stream series that your followers eagerly anticipate can significantly enhance your chances of Instagram Live success. For instance, if you’re a real estate marketer, consider launching a “New on the Market!” series showcasing your latest property listings. Alternatively, you could feature a weekly customer story. Whatever series idea you choose, focusing on educational content that caters to your audience’s interests often yields the best results. The example below highlights the co-founder of Sift Bake Shop in Mystic, Connecticut, who hosts a recurring series aptly titled “Ask Adam.” In these videos, Adam addresses popular baking questions, demonstrating a simple yet remarkably effective approach to keeping his followers coming back for more.

4. Promote your live sessions beforehand

In addition to meticulous planning and a consistent series, it’s crucial to effectively communicate your live stream schedule to your followers and leads. Treat your Instagram Live campaigns with the same level of importance as in-person events, actively promoting them to your audience to ensure they’re well-informed about the when, what, where, and why of your live stream schedule. Leverage your other social media channels and email lists to market your live events, tailoring your promotions to resonate with specific audience segments. For instance, if your live event holds particular appeal for a specific group of leads, craft a targeted email campaign to pique their interest. Consider the following example from an influential trainer who effectively promoted his live session by posting a simple Instagram video announcement a day prior to the event. The video provided his followers with essential details and a sneak peek into what they could expect, a brilliant strategy!

5. Engage with your attendees

One of the most compelling aspects of Instagram Live is the ability for attendees to interact in real time through comments. While this feature enhances the viewer experience, it can be overwhelming for presenters. It’s important to remember that you’re not obligated to address every single comment. Stay focused on your pre-determined plan (Tip #2), but view this as a valuable opportunity to forge genuine connections with your followers. Whether it’s answering a relevant question or acknowledging a kind comment, giving your viewers real-time attention makes them feel valued and connected to your brand. One effective strategy is to have a colleague monitor the comments and highlight those deserving of the presenter’s attention. Alternatively, you could dedicate time for a Q&A session at the end of your live stream to address questions collectively.

6. Conclude with a CTA

So, how do you gracefully wrap up an Instagram Live session? Simply ending the Q&A, thanking your co-host, and saying “goodbye” isn’t enough. Always conclude your Instagram Live with a clear and concise call to action (CTA) that aligns with your pre-determined objectives. Whether it’s a simple request to follow your account or a more involved action like filling out a form, ensure your CTA drives your desired outcome and encourages live attendees to take meaningful steps. When presenting your CTA, avoid sounding overly promotional or pushy. Focus on presenting a realistic action that your audience is likely to take.

7. Have fun with your Instagram Live session!

Remember, Instagram Live isn’t a rigid marketing channel for delivering monotonous business pitches. Instagram is a platform where people seek entertainment and enjoyment, so make sure you’re having fun too! Your viewers can sense your energy, so let your personality shine through, don’t be afraid to poke fun at yourself, and don’t stress over minor slip-ups or mispronounced words. Instead, acknowledge them, laugh it off, and move on. Your followers will appreciate your authenticity. So, relax, connect, have a good time, and don’t take yourself too seriously. Your enjoyment will naturally translate to a more engaged and entertained audience.

8. Don’t forget to save and share your live video

Last but not least, make it a habit to save your live stream sessions. It’s a valuable tip that many newcomers to live streaming often overlook. While watching ourselves on video might not be our favorite pastime, it offers invaluable insights for improvement. Moreover, if your session was a hit, you can easily repurpose it by sharing it on your feed or other social media channels. Saving your video is simple: just tap “save” in the upper corner. You can then instantly share it to your story for 24 hours. Speaking of stories, you might find our post on leveraging Instagram Story Highlights helpful.

While life, particularly in the present day, is full of uncertainties, the effectiveness of Instagram Live as a platform for amplifying your marketing efforts remains crystal clear. So, take the leap, experiment with this dynamic tool, and let us know about your experiences! And if you’re eager to explore further, we have insightful posts on Facebook Live, YouTube Live, and even how to master the art of going live on TikTok. Be sure to check them out!